The role of Customer Relationship Management on customer retention and customer satisfaction in educational consultancy: A case of EDUCATION STATE

Ulu, Burcu (2022) The role of Customer Relationship Management on customer retention and customer satisfaction in educational consultancy: A case of EDUCATION STATE. Masters thesis, Dublin, National College of Ireland.

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Abstract

CRM stands for a collection of functional strategies, processes, and technology that work together to deliver the best possible customer experience through efficient data management and customer interactions. The number of overseas students and educational institutions is quickly growing as a result of the globalisation of the education system and the shifting economic landscape. To examine the breadth and tactics of utilising CRM automation in educational consultation while using Education State as a case study, the goal of this research is to identify the relationship between CRM and customer satisfaction and retention. This study focuses on both the technological and functional elements of CRM while identifying present shortcomings and making suggestions for future development.

A structured interview method has been used in this research to collect the data using open-ended questions. 10 managers and executives have been recruited for the interview sessions. The interview transcripts have been analysed through a coding-based thematic analysis process. The MAXQDA-based thematic analysis results have been presented and discussed in previous chapters. The purpose of this chapter is to conclude the study as per the findings and implications.

It has been found that sales and customer care are the major components of CRM activities along with analysis, prediction and forecasting. It has been found that Digital CRM adaptation can be very beneficial for any educational consultancy organisation because it automates complex and dynamic CRM procedures while ensuring a centralized and transparent information-sharing platform. The development of digital infrastructure with proper internet systems, devices, and connectivity with proper change management is essential for a digitalized CRM system.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Armendáriz, Fabián UNSPECIFIED
Subjects:	L Education > LB Theory and practice of education > LB2300 Higher Education H Social Sciences > HF Commerce > Customer Service H Social Sciences > HC Economic History and Conditions > Globalisation
Divisions:	School of Business > Master of Science in International Business
Depositing User:	Tamara Malone
Date Deposited:	03 Apr 2023 11:10
Last Modified:	03 Apr 2023 11:10
URI:	https://norma.ncirl.ie/id/eprint/6405

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